7 Signs Your Food Packaging Is Hurting Your Brand (and How to Fix It)

Customers make snap decisions about products based on appearance; your packaging is their first impression. If your food isn’t selling like it should or your brand isn’t sticking in shoppers’ minds, your packaging might be to blame.

Your food packaging is a crucial element of brand communication. It can damage your credibility and erode customer trust if it sends the wrong message. Identifying the signs that your current packaging is holding you back is vital for understanding the mistakes to avoid when designing product packaging and ensuring it helps, not hurts, your business. Here are seven such signs and how to fix them.

1. Outdated Design That Doesn’t Fit the Market

Designs that look old-fashioned or out of sync with your audience can suggest your brand is behind the times. A dated look can also give the impression that your food is lower quality, even when it is not.

Fix: Refresh your visual style to reflect current design trends. Use clear fonts, modern colors, and simplified layouts that appeal to your target market.

2. Flimsy or Low-Quality Materials

Cheap packaging doesn’t just look bad—it feels bad. Weak materials can reduce shelf appeal and make your brand seem less reliable.

Fix: Upgrade to sturdy, professional-grade materials. The texture and weight of your packaging should align with the quality of the product inside.

3. Labels That Are Hard to Read

If shoppers can’t quickly find what they need, ingredients, nutrition facts, or allergens, they may choose another product. Confusing layouts or tiny fonts create a poor user experience.

Fix: Prioritize clarity. Use bold headings, high-contrast colors, and logical layouts to help customers find information fast.

4. Inconsistent Branding Across Products

You will lose recognition and trust if each package looks like it came from a different company. A lack of unity will weaken your brand identity.

Fix: Develop branding guidelines that cover color, logo placement, fonts, and imagery. Apply them consistently across all product lines.

5. Packaging That Feels Wasteful

Shoppers are more eco-conscious than ever. If your packaging is hard to recycle or clearly excessive, it could make customers feel guilty or push them to a greener competitor.

Fix: Choose recyclable or compostable materials and minimize waste. Make your packaging clear with a simple label or symbol if it is sustainable.

6. Failure to Protect the Product

When food arrives damaged, stale, or leaking, customers often blame the packaging, which can result in returns, complaints, and a tarnished brand image. This points out the impact of package design on shelf life.

Fix: Your packaging must be designed and tested to withstand shipping, storage, and handling while ensuring seal integrity, especially for perishable items. This will protect the product and maintain its quality throughout its intended lifespan.

7. Your Product Blends In on the Shelf

If your packaging looks too similar, shoppers might skip over it entirely. Blending in can cost you sales and visibility.

Fix: Find your unique visual angle. It's especially crucial to choose the right colors for your brand. Similarly, use distinctive shapes and messaging to create packaging that catches the eye while staying true to your brand story and helping your product stand out on the shelf.

Is Your Food Packaging Hurting Your Brand?

If you're noticing a decline in repeat customers, receiving poor reviews, or seeing low product engagement, your food packaging might work against your brand. These aren't sudden drops; they often manifest as slow declines and missed opportunities over time. Recognizing these signs is crucial, as they indicate your packaging could undermine your product's potential.

Start with a packaging audit:

• Are your designs up to date?
• Does the material match the product’s value?
• Is your branding consistent?

Fixing these issues doesn’t always require a complete redesign. Often, small changes can bring significant results.  But if you're experiencing problems, it's clear that you may need help designing packaging bags or rethinking your overall packaging strategy to represent your brand and appeal to customers better.

Ready to improve your packaging and strengthen your brand? Contact The Packaging Lab today to create packaging that connects with customers—and keeps them coming back.